Fazer’s 2023 campaign "There Is Something Good in Everybody" leverages the brand’s iconic chocolate countlines as a metaphor for diversity and inclusivity, reinforcing Fazer’s identity not only as a confectionery brand but also as a cultural influencer in the music space. By transforming their classic chocolates into a “band” with memorable, catchy songs, the campaign extends the brand promise beyond taste to emotional connection and social values, emphasizing that everyone has something good within them. The campaign aligns with the Eurovision Song Contest, a culturally significant event known for celebrating diversity through music, which provides a timely and relevant platform for the message.
The market strategy exploits a culturally resonant moment—the Eurovision period—to engage audiences around themes of acceptance and unity. The creative angle integrates music and inclusivity, featuring a Patuvision song performed by Miguel Peltomaa in sign language, which broadens accessibility and signals the brand’s commitment to embracing diversity in all its forms. This approach taps into an insight about the modern consumer’s growing expectation for brands to reflect social values and foster genuine connections. By blending entertainment with a social cause, Fazer connects with audiences on emotional and ethical levels, aiming to deepen brand affinity among Finnish consumers and beyond. The digital media execution via YouTube, despite modest engagement metrics, supports this cross-modal storytelling, reinforcing the brand’s dual identity as both a beloved chocolate producer and a promoter of positive social messages through creative content.
FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact.
This campaign centers on a song released by Fazer’s “countline gang” during Eurovision, celebrating diversity and goodness in everyone. Rather than directly showing product features or a problem/solution arc, the campaign anthropomorphizes the chocolate bars into a musical ensemble and uses the context of Eurovision—a symbol of unity and inclusivity—to associate Fazer with joy, acceptance, and positivity. The “happy countline gang” and the catchy song metaphorically represent the chocolates' role in spreading happiness and sweetness, embodying the benefit of the product through symbolic storytelling and musical celebration, rather than literal demonstration or narrative resolution. This symbolic device is reinforced by the pervasive theme (“There Is Something Good in Everybody”), which uses both the context and playful characters to visually and emotionally stand in for the chocolates’ uplifting qualities.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Fazer Music – Although part of the same parent brand, Fazer Music operates as a distinct entity focusing on music publishing and rights management, positioning itself as a trusted partner to artists and media by leveraging deep industry expertise and a broad Nordic network.
2. Universal Music Finland – As a major global label’s local branch, it combines international star power with strong local artist development, emphasizing broad genre representation and digital innovation to maintain market leadership in Finland’s music entertainment.
3. Sony Music Entertainment Finland – Sony Music leverages its global catalog and resources to promote Finnish and international artists, focusing on multimedia integration and strategic collaborations to engage diverse audiences and adapt to evolving streaming trends.
4. Warner Music Finland – Positioned as an agile, artist-centric label, Warner Music Finland stresses creative freedom and cultural relevance, targeting younger demographics through contemporary genres and active participation in digital and social media ecosystems.
5. Yle (Finnish Broadcasting Company) – As a public broadcaster with a strong cultural mission, Yle emphasizes promoting Finnish music heritage and diversity, integrating content across radio, TV, and digital platforms to support local artists and foster inclusive musical experiences.
Q: What is There Is Something Good in Everybody about?
A: There Is Something Good in Everybody is a 2023 integrated campaign created by SEK for Fazer in Finland. It centers on Fazer’s iconic chocolate countlines, personified as a cheerful musical band that releases a catchy song during the Eurovision Song Contest. The campaign uses this song, performed in sign language by artist Miguel Peltomaa, to celebrate diversity and inclusivity, reinforcing the message that everyone has something good within them. By aligning with Eurovision, the campaign connects Fazer’s confectionery heritage with cultural values of acceptance and unity through music.
Q: What creative device does There Is Something Good in Everybody use?
A: There Is Something Good in Everybody employs the FORMAT#9 SYMBOLIZE THE BENEFIT creative device from Clapboard’s 12-format taxonomy. This approach uses symbolic storytelling and exaggerated visuals—in this case, anthropomorphizing chocolate bars as a musical band—to represent the product’s positive impact. Instead of focusing on literal product features, the campaign uses the happy countline gang and their memorable song to embody the chocolates’ role in spreading joy, acceptance, and sweetness, making the benefit emotionally and visually resonant.
Q: What is the campaign proposition for There Is Something Good in Everybody?
A: The campaign proposition for There Is Something Good in Everybody positions Fazer’s chocolate countlines as more than just confectionery products by linking them to diversity and inclusivity. It targets Finnish consumers and broader audiences during Eurovision, a culturally significant event, to emphasize that everyone has something good inside. By blending music, social values, and entertainment, Fazer aims to deepen emotional connections and brand affinity, reflecting modern consumers’ expectations for brands to engage authentically with social causes and foster unity through creative storytelling.
Q: How does There Is Something Good in Everybody rank in Clapboard's archive?
A: There Is Something Good in Everybody holds a Clapboard Campaign Score of 63/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. The rating indicates the campaign’s effectiveness in combining music, inclusivity, and brand storytelling within its market context.
Q: Who are the competitors in Fazer's category?
A: In Fazer’s category, competitors include Fazer Music, which operates as a distinct entity focusing on music publishing and rights management with a strong Nordic network. Universal Music Finland combines international star power with local artist development and digital innovation to lead the Finnish music entertainment market. Sony Music Entertainment Finland leverages a global catalog and strategic collaborations to engage diverse audiences through multimedia integration. Warner Music Finland targets younger demographics with creative freedom and active digital engagement. Yle, the Finnish public broadcaster, promotes Finnish music heritage and diversity across multiple platforms, supporting local artists and inclusive musical experiences.
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